What is the relationship between the media and good governance, and what are the main opportunities and challenges in engaging in this area? This practice paper from the UK Department for International Development explains why and how the media matters for governance. Incentives and disincentives driving the media sector that may have an impact on democratic governance are explored, with a focus on fragile states. Market failures and media capture mean that donors need to support public interest media. Integrated interventions which address four levels – populations, practitioners, organisations and systems – achieve the greatest and most lasting change.
The free, independent and plural media is fundamental to democratic governance. The media plays a key watch-dog role by keeping a check on government misuse of power, incompetence or corruption, provides access to information that enables citizens to make informed choices and opens up public spaces for debate (including on issues relating to poverty and exclusion). It also exposes societal problems, raising awareness and creating pressure for state responses.
Key trends in the media sector in developing countries reveal profound changes over the past decade. Widespread liberalisation has transformed the media landscape and provides opportunities for citizens through increased space for public discussion and debate, as well as new fora in which to challenge government action. Media liberalisation has not always benefited poor and marginalised people, however, as it can lead to media capture by groups with vested interests (including commercial, religious, ethnic or political interests).
Interaction between traditional media and new technologies is also shaping communication trends. For example, citizen journalism has opened up previously closed societies and online technologies are facilitating dialogue with diaspora communities. However, new forms of media (text messaging and blogging) were allegedly used to incite violence during the crisis in Kenya in 2008.
Public interest media is often underpinned by positive incentives such as the possibility of increased circulation, audience and revenue. However, evidence shows that the political and economic disincentives to public interest media are growing.
- Political disincentives for public interest media include threats, censorship and attacks on journalists. Elite capture and ownership or control of the media by groups with vested interests can also act as disincentives.
- Economic disincentives are evident from the way in which news agencies adapt media content to specific audiences with the aim of increasing advertising revenue. This leads to a reduction in content relevant to poor people. Market failure may occur where the cost of investing in public interest broadcasting counteracts the benefits of potential growth in circulation.
Donors should play a key role in building a strong media sector and supporting the growth of public interest media by understanding and responding to market failures and media capture. Policy implications include:
- Recognising the need for different approaches to media support depending on the type of state, according to whether states are closed, in conflict, transitional or stable.
- Addressing the needs of fragile and crisis states through context-specific strategies. Media regulation is an important factor and regulatory support has been critical to reducing conflict and tension in some countries (such as the DRC).
- Promoting comprehensive media development interventions that transform the way the media relates to governments and audiences. Integrated approaches are the most effective in bringing about long-term change.
- Addressing gaps in the current development architecture such as lack of research and data on the information and communication needs of poor people.
